Sushi and salmon have become favourites at Italian eateries, with some dishes now almost as popular as meat courses, according to a new consumer survey conducted by the Norwegian Seafood Council (NSC).
Amid high demand for smoked salmon and sushi and poke with salmon as the main ingredient, Italy has one of the largest numbers of sushi restaurants in Europe. In Milan alone, there are so many that the city ranks among the world leaders in terms of the number of sushi restaurants per capita. Additionally, there are about a thousand eateries where poke bowls are the main menu item. By the end of 2025, it is expected that the number will increase to 1,500.
Partly due to the popularity of sushi and poke dishes, Italy has become Norway’s third-largest market for salmon consumption. Nearly 10% of all salmon produced in Norway ends up in Italy. Estimates show Italians consumed nearly 140,000 tonnes of Norwegian salmon last year, compared to around 84,000 tonnes in 2017.
NSC’s survey, conducted by the Italian analysis agency KB Knowledge in the cities of Milan, Rome and Turin, finds that salmon is one of the things that Italians associate the most with Norway, and Norwegian salmon is also the best known and most preferred among Italian consumers, with a market share of over 90%. It also ascertains that restaurants serving sushi, poke and Asian-inspired fusion cuisine, where salmon is a common ingredient, are especially popular.
Among those who eat seafood, 93% of participants in the survey had eaten at a sushi/fusion restaurant at least once in the past month, while 49% had eaten at a poke restaurant at least once. Meanwhile, most Italian consumers who eat salmon at restaurants do so on average three times a month, with consumption highest among the 18-34 age group.
NSC learned that salmon is not only popular at sushi restaurants, it is also the most preferred fish in any restaurant type. Additionally, salmon-based dishes are becoming as common a choice as meat dishes when Italians eat out: 30% of respondents said that salmon is what they have eaten most at various restaurants recently, while 35% said steak or other types of beef.
Despite the popularity of salmon, the council noted that the Norwegian origin is less known among those responsible for purchasing, selling, and serving seafood in the restaurant industry.
“We have therefore initiated a push to gain access to the restaurant sector,” said NSC’s envoy to Italy, Tom-Jørgen Gangsø.
“Compared to consumers in other countries, Italians are often more concerned about where the fish comes from. Additionally, there is strong growth in the restaurant industry and in the number of chain-based establishments that have seafood on the menu,” Gangsø said. “We also know that many young people eat at these chain-based restaurants, and it is the young people who create future trends. It is therefore important that we are present and tell them about salmon from Norway.”
The push started in the autumn of 2024 with the analysis of consumers’ dining habits and relationship with salmon. In addition, the Horeca market (hotel, restaurant, and catering sector) has been mapped, and some of the major players interviewed. This is the first time that NSC has directed its marketing efforts for salmon directly at the restaurant industry in Italy.
The analyses have provided a springboard for further dialogue with the industry and have led to cooperation with major chains such as Poke Sun Rice Capa Toast and Pescaria. Consequently, the Norwegian origin of salmon will soon be visible on the chains’ menus, social media, websites, and advertising screens.
“We are still in the early stages, but we see that many are positive about cooperation. The goal is to get even more involved, including the growing number of takeaway and fast-food chains that have seafood on the menu,” Gangsø said.
The extra focus on the restaurant industry comes in addition to NSC’s seafood marketing in retail channels using ambassador and football superstar Erling Braut Haaland.
“With Erling Braut Haaland as the front figure, the Norwegian seafood products will be rolled out on a variety of platforms, from TV and social media to digital and print advertising and in-store activities,” Gangsø said.
